Online sales stars enjoy huge influence but can fall foul of the authorities and vanish from the retail multiverse
Hua Shao stands knee-deep in water at the edge of the sea, behind a table piled high with large crabs. The famous Chinese TV host is sweaty, sunburnt and laughing with a co-host as a red-and-blue fishing boat bobs behind them.
“The sea-ears taste so good, it must have been collected from a sea area where the water is very clear,” he tells more than 100,000 people who are watching online.